With Earth Day just around the corner (April 22nd this year), I've been seeing a lot of earth-related, green promotions in the mail, on the street and in stores.
The other week, I received an informational booklet, membership offer and a packet of wildflower seeds in the mail from the Lady Bird Johnson Wildflower Center.
I like a lot of things about this promotion: free seeds, cheerful copy, bright, beautiful photos. Most of all, I applaud its relevant timing.
Now, it might seem like a no-brainer to send out wildflower seeds during the peak bloom period of Texas wildflowers, but I'm consistently surprised at how many poorly-timed promotions I see everyday.
Planning a large scale mailer or promotional campaign takes a lot of time, and unfortunately it's very easy to get behind schedule. Identify the day, week or season during which you'd ideally touch your prospect, and work backwards, building in one to two months to get logistics sorted, materials printed and mailing lists compiled.
Day, week or season? That seems like a really wide range...
Well, it is. The timing of your promotion really depends on the type of event or service you're promoting. Something like a nature center membership or a discounted car wash is relevant across an entire season. An invitation to a charitable gala, on the other hand, has a much smaller window.
It would have been very easy to ignore the Wildflower Center's seed packet had beautiful scenery like this not been top of mind.
Instead, they succeeded in getting my attention.
I really can't stress enough the importance of good timing. Sometimes even just a week or two can make all the difference. The longer a person leaves your mail on their coffee table or desk thinking- "I really should remember this for that project next season"- the less likely it is you'll ever hear from them.